As part of our PR strategy for Jack Jarvis’ world-first Atlantic row, we knew that influencer marketing would be key for awareness and donations so we created an influencer strategy to target individuals with large followings and the right audience.
With Jack’s challenge having never been done before, combined with the aims of raising money for such an incredible cause, we knew with the right pitch and our Nifty connections we would be able to secure some noticeable support – and it’s safe to say we were very pleased with the results.
Who took part in our influencer marketing?
The stand-out influencer activity came from none other than former England football captain and world-famous icon, David Beckham, who sent Jack a spirit-raising video six weeks into the challenge. Not only was this a huge morale booster for Jack, a big Beckham fan, but it also worked wonders for engagement, awareness and donations, with the video receiving over 22,000 views on Instagram alone.
We were also able to secure support from the greatest rower of all time and five-time Olympic gold medallist, Sir Steve Redgrave, as well as David Beckham’s former teammate and popular pundit, Gary Neville and former Arsenal invincible Ray Parlour.
Other noticeable influencer marketing support included England rugby hero, Jonny Wilkinson, who sent Jack a pre and post challenge video, Dom Joly, Nicki Chapman, Tom Kerridge, Steve Bull and Dom Mateo.
Finally, Jack received an incredible offline message from elite adventurer Sir Ranulph Fiennes.
This influencer marketing, combined with a well-thought out and implemented social media strategy, resulted in some amazing growth and engagement across social media.
What were the results?
From when Jack set off to when he returned, we achieved:
- A 300% increase in engagement across all socials.
- A 450% increase in following across all socials.
- A social engagement rate of 2.74%
- More than 75,000 video views
This activity helped Jack on his way to not only reaching his £50,000 fundraising target, but going on to smash it by an incredible £20,000.